Week 7 Flashcards
What is the Thompson Target Plan:Creative Brief
- Who is the target person?
- What is the problem that advertising must solve?
- What is the key response?
- What is the support?
- What is the tone and manner?
- Any other information?
Who is the target person?
Marc Anthony, a 25 year old school drop-out who thinks life’s rules are shackles that need to be broken to achieve your full potential. He works as an assistant to a chef at a local restaurant. He wants to open a chain of ‘green restaurants’ across the globe. He knows that this is his big idea and he will make is very soon. He loves rock climbing and has traveled to over 20 countries.
What is the problem that advertising must solve?
- Advertising must reinforce the position of Apple as a brand that breaks the rules and defies the establishment – in the process make the brand identify with the consumer.
- Apple is the brand that is as unique as the individual himself. Advertising must create and strengthen positive brand attitude.
What is the key response?
A blend of ‘fits in with my needs’ and ‘I was righter than I thought’. Hence, the key response is likely to be – I know Apple is breaking all the rules set by companies like IBM. I don’t like rules myself. I think this brand is just the right one for me – it thinks like me, it has the same values, and it is changing the world – the same way I would.
What is the support?
- Support for the brand is by association and by inference.
- Leaders from across the globe. People from different walks of life. People who changed the world and the way we see things. People who made a difference.
E.g., The photograph of Mahatma Gandhi. One man who single-handedly took on the British empire and defeated it non-violently. He changed the rules. The British didn’t know how to handle him. He changed the world.
What is the tone and manner?
- Iconoclastic. Intelligent. Sincere. Strong. A leader.
- Telling consumers how to think. How to live. Challenging them to be different.
- The message has to be intelligently communicated – acknowledge that the target person is smart. Carefully deliver the message so it feels intellectual.
- Not an obvious ‘selling job’.
Any other information?
- Understated message will bring out the power of the communication. An expression of lesser strength than what is normally expected.
- Obvious ‘selling’ the computers will go against the core message
- Needs to be simple yet powerful, since that is the essence of the brand
- Likely to be a series of ads not one. A campaign of many ads.
Stopping power?
Strong – through the visual. Big picture of Gandhi (and others) stops you in your tracks to look at the ad and make sense of it.
Transmission Power?
- The visual along with the line ‘THINK DIFFERENT” and the Apple logo need to be put together for comprehending the message.
- The transmission requires some bit of knowledge about Gandhi (and other personalities), and Apple, and what the two stand for.
- The line Think Different clearly tells people what is common across the two – and also that is the same thing that also distinguishes the target person.
- The transmission power is very strong if people get it – otherwise for people who don’t have this prior knowledge, the transmission power will be very low (since there is no body copy to explain it).
Persuasion power?
For people who know about the brand, and believe that it is different from IBM and its clones, will be persuaded by the message. They might discount the brand trying to equate itself to Gandhi (and other greats), but will certainly appreciate the link. For others, the persuasion power will be low.
Locking Power?
- For people who get the message, the persuasion power will be very high since they will have this ‘aha’ factor of solving this little puzzle.
- For others, the visual may serve as a locking power and reminder – but still the link with the brand will be weak.
